Online Exclusives

Get it Straight

By Christine Esposito, Associate Editor | July 29, 2010

Garnier�s R&D team creates a non-permanent, two-step kit that defrizzes, smoothes and debulks hair�at home.

Summer has a way of wreaking havoc on hair. Frizz and unwanted curl often take center stage. While there are salon treatments that remedy the situation, mass market hair care innovator L’Oréal is offering consumers a new option—Garnier Fructis Style Sleek and Shine Blow Dry Perfector, a new 2-step smoothing kit for home use.

According to Julia Youssef, vice president of the L’Oreal USA Technical Center, this new option is a “multi-talented” product that delvers softer, shiner and manageable hair.

“In our consumer testing, we have found that women with curly or frizzy hair are still seeking more effective, longer lasting ways to wearing their hair straight,” Youssef told Happi.“There are the popular salon treatments, Brazilian and Japanese straightening treatments, but they are expensive and have potentially damaging effects on the hair….[Garnier Fructis Sleek & Shine Blow Dry Perfector is] the perfect in-between. Women can wear their hair curly or straight when you want them. This product truly is a first-to-market, patented innovation.”

The non-permanent treatment—a 20-minute leave-in/rinse out serum followed by a heat-activated cream that’s applied before blow drying or flat ironing—can last up to seven shampoos, according to the company.

 
The active ingredients that give this product its staying power are cysteine and rice oil.

Cysteine, said Youssef, is a protein building block that is found naturally in your hair.

“Hair is made up of both chemical and physical bonds. If you think of curly hair as a twisted ladder, cysteine loosens up and untwists the twisted ladder, so the hair’s physical bonds are not so tightly wound, which makes hair appear frizzy,” she said.

 
Rice oil, which is the heat-activated ingredient in the second step of the kit, seals in the first step to smooth and de-frizz hair, creating sleeker, softer, shinier and more manageable hair.

Youssef pointed out that they blow dry step is critical.
“The two-step application is equally as important as the key ingredients included in the Blow Dry Perfector,” she said. “The second step must be heat activated to seal in the first step to last through seven shampoos. Basically, once you have sealed in step one with the Heat-Activated Perfect-It Cream, you get easier, faster blow outs leaving your hair smooth, shiny and de-frizzed.”

The product is said to work best on medium-to-thick hair, and is safe for color treated tresses. And if the user wants curl or waves, she can air dry or diffuse her hair after she showers.

Sleek & Shine Blow Dry Perfector ($11.99) hit stores in July.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.